Growth Marketing Manager

Description/Responsibilities

The Growth Marketing Manager is responsible for supporting member subscription revenue through full-funnel, data-driven marketing strategies that increase customer acquisition, conversion, engagement, retention, and lifetime value. This role manages growth performance across assigned digital channels, lifecycle marketing, partnerships, referral programs, and conversion optimization initiatives.

Working cross-functionally with Sales, Client Success, Growth Operations, Product, Analytics, and Operations teams, this role will develop and execute growth strategies that accelerate member subscriptions while improving return on marketing investment.

This role combines marketing strategy with hands-on execution and requires a proven record growing subscription businesses in fitness, wellness, healthcare, consumer services or membership-based organizations.

Key Responsibilities

Drive Subscription Growth• Manage membership acquisition, subscription revenue, and engagement growth targets.• Develop and execute annual and quarterly growth plans aligned to revenue objectives.• Identify new growth opportunities that integrate client, member and company interests.• Collaborate with growth and business operations and finance as well as client relations and sales teams to support pipeline development and subscription growth initiatives.• Work closely with Finance to build subscription and revenue targets, track performance against budget, and adjust growth strategies as needed.

Member Engagement & Demand Generation• Manage omnichannel acquisition programs that connect with members in alignment with respective client frameworks.• Build audience segmentation strategies that improve targeting and conversion performance.• Manage acquisition budgets and optimize spend across channels to maximize ROAS and LTV:CAC ratios.• Develop testing roadmaps to improve engagement generation, enrollment, and subscription conversion.• Collaborate with Client Relations to shape client-ready campaigns that secure client support, align with account priorities, and drive member engagement.

Conversion Rate Optimization• Partner with product leads for website/ landing page performance and A/B and multivariate testing programs.• Improve conversion across enrollment journeys, wellness experiences, and subscription paths.• Manage CRM strategy including email, SMS, mobile, and in-app engagement programs.

Lifecycle Marketing & Retention• Lead CRM strategy including email, SMS, mobile, and in-app engagement programs.• Develop onboarding, activation, upsell, renewal, and win-back campaigns.• Increase member retention, engagement, and lifetime value.• Reduce churn through behavioral analysis and personalized communications.

Analytics & Performance Management• Partner with Marketing Analytics team to establish KPIs and reporting frameworks for member engagement, subscription conversion, retention, revenue, and profitability.• Manage marketing funnel performance and customer behavior trends.• Use predictive and member analytics to inform investment decisions and growth strategies.• Create presentations and documents that clearly summarize growth strategy, performance results, insights, and recommended actions for leadership and cross-functional partners.

Team Leadership• Serve as a high-performing growth marketing expert in our member marketing and engagement organization.• Support a culture of creativity, accountability, and continuous improvement.• Strengthen cross-functional partnerships and contribute to a collaborative, high-performing team environment.

Qualifications

• 5+ years of growth marketing, performance marketing, demand generation, or subscription marketing experience.
• Proven success supporting growth in subscription, membership, fitness, wellness, SaaS, healthcare, or related engagement outcomes.
• Strong expertise in paid media, lifecycle marketing, CRM, conversion optimization, and analytics.
• Demonstrated success contributing to acquisition and revenue goals.
• Deep understanding of attribution, customer journeys, marketing automation platforms, and experimentation methodologies.

Preferred Qualifications

• Bachelor's degree in Marketing, Business, Analytics, Communications, or equivalent experience.
• Experience in fitness, health club, wellness, Medicare, employer health, or consumer subscription businesses.
• Experience marketing gym memberships, digital fitness products, wellness benefits, or healthcare services.
• Familiarity with Salesforce Marketing Cloud, Google Analytics, Looker, Tableau, Meta Ads, Google Ads, and CRM systems.
• Experience managing partnerships, referral channels, and membership marketing programs.

 Key Performance Indicators (KPIs)

• New gym memberships sold
• Paid subscription revenue vs budget
• Customer acquisition cost (CAC)
• Return on ad spend (ROAS)
• LTV:CAC ratio
• Lead-to-member conversion rate
• Trial-to-paid conversion rate
• Renewal and retention rates/budget
• Churn reduction
• Marketing-sourced revenue
• Pipeline contribution
• Digital engagement and lifecycle program performance

The salary range for this opportunity is $88,700 to $124,200/yr. Compensation depends on several factors: qualifications, skills, competencies, and experience.

Tivity Health offers a robust benefits package, which includes a competitive salary, company bonus potential, medical, dental, vision, 401k with match, generous paid time off, free gym membership to over 13,000 fitness locations in the US, and other great benefits.

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About Tivity Health® Inc. Tivity Health, Inc. is a leading provider of healthy life-changing solutions, including SilverSneakers®, ForeverFit®, and WholeHealth Living®. We help adults improve their health and support them on life's journey by providing access to in-person and virtual physical activity, social and mental enrichment programs, as well as a full suite of physical medicine and integrative health services. Our suite of services support health plans, employers, health systems and providers nationwide as they seek to reduce costs and improve health outcomes. Learn more at TivityHealth. 

Tivity Health is an equal employment opportunity employer and is committed to a proactive program of diversity development.  Tivity Health will continue to recruit, hire, train, and promote into all job levels without regard to race, religion, gender, marital status, familial status, national origin, age, mental or physical disability, sexual orientation, gender identity, source of income, or veteran status.